Leisure & Lifestyle

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.

2006 GOLD

Player Made

This campaign set out to make hockey-crazy kids, once again, crazy about the sport's most enduring brand, Bauer. Reflecting the brand, the campaign focused on how Bauer was closer to the player than any other hockey equipment company. In turn, it created a nation of loyal players who helped put Bauer back on top as the world's No. 1 hockey brand.

Brand: Bauer
Client: BAUER Hockey, Inc.
Agency: OLSON
Language: English

2006 SILVER

2 > 4

This campaign, launched at a time when boaters had accepted the notion that their outboard engine would forever feature fourstroke technology, not only shattered this myth, it drove a 440% increase in consumer leads, nearly doubled unaided awareness and, most important, generated a 112% increase in total Evinrude engine sales year over year.

Brand: Evinrude
Client: Bombardier Recreational Products
Agency: Cramer-Krasselt
Language: English

2005 SILVER

Giro Bad Lieutenant

In 2004, Giro - a leading ski helmet brand - sought to launch a helmet targeted at snowboarders. Our challenge was to introduce the Bad Lieutenant, mid-season, battling Giro's limiting ski-brand image and a slew of niche snowboard helmet brands with significant momentum and credibility. Since the launch of the campaign, the Bad Lieutenant has helped Giro cement its #1 brand status and drive overall helmet usage in the category.

Brand: Giro
Client: Giro
Agency: CP+B
Language: English

FINALISTS

EPIC The Irish Emigration Museum How EPIC set the record straight on who the Irish really are.

The National Lottery A campaign so successful, it had to be pulled

The National Lottery How The National Lottery started dreaming big again